Walking the Tight Rope

How do you know when the design you come up with is done? When in the process of creating it is always difficult to know when to stop and when to continue, a delicate balancing act. The creative process can never be contained or measured, it simply happens which can be hard not only on the client but on the artist. Learning how to tell when something is done can be as difficult as learning to draw for the very first time, a talent that can take years if not forever to finesse.

Paula Scher is an artist that appears to have a grasp on the creative process. Scher has learned over time to trust her judgment, letting go of the expectations of others. Like any good designer Scher has had practice. She has been a graphic designer since the 1970s where she began her career designing record cover art. Since then she has developed identity and branding systems, packaging and publication designs, promotional materials, and environmental graphics for a broad range of clients.

One of Scher’s most famous works is the Citi Bank logo, which she said only took her two hours to complete. She jokes that the year and a half before the logo was complete she spent in meetings selling her idea rather than actually conceiving it. The idea that it takes many ideas to come up with a truly great one is not always true. Creativity is a process that can be quick or long. As a designer it is important to remember to listen to yourself and not be afraid to balance between the world of finished and begun.

For more information on Paula Scher and her amazing work visit: http://pentagram.com/en/partners/paula-scher.php

Images:
1. Toulouse, by Paula Scher 2001
2. Original Sketch of the Citi Bank Logo, courtesy of http://www.creativereview.co.uk/cr-blog/2008/september/kyoorius-design-yatra-days-23